In recent years, the Internet has become a highly valuable channel for the advertising industry. Brands are realizing that online platforms are the easiest way to connect with consumers and are scrambling to build and maintain their online presence. 2014 was no exception, and marketers took full advantage of the potential of a digital presence to network with potential customers and keep an eye on their competitors. In fact, some companies highly prioritized this channel for advertising and spent a good portion of their marketing budgets on it. Trends like this have led to the belief that next year will be an even bigger year for online, mobile and content marketing. Here are 3 online marketing trends that are likely to dominate the advertising world in 2015.
1) Mobile optimization will be more important than ever.
Times are changing and so is online marketing. Mobile phones are now widely used to access the Internet, which poses a problem for the companies that focus only on a functional website and social media. 2014 has been a huge year for mobile optimization because businesses began realizing that consumers are connected to their phones more often than other devices. This will continue into 2015, but this time, more businesses will realize the benefits of incorporating mobile into all aspects of their digital marketing plan. Brands will create a more user-friendly experience by optimizing their mobile marketing strategies, thus allowing for a better understanding of how mobile users interact with social media, apps and mobile sites.
2) SEO, content marketing and social media will continue to converge.
Search Engine Optimization and content marketing will continue to co-exist and rely on each other for success, but the lines between the two will continue to blur. Content marketing has become the primary influencer of search visibility, so companies can no longer rely merely on SEO in their marketing strategy. In fact, SEO is evolving into a factor of online marketing that deals more with the technical aspects, such as keyword search and Meta tags. On the other hand, social media is also becoming a vital component of online marketing because it amplifies the brand’s content strategy. Brands in 2015 will realize that social media also creates improved customer insights and the opportunity for a more personal connection with consumers. Companies will suffer a significant loss if they do not take advantage of social media’s potential as an online marketing tactic.
3) Advertising will focus less on promoting and more on relevance.
In recent years, click-through rates for online advertising has decreased steadily and marketers have most definitely taken notice. Although this method offers increased visibility, marketers have realized its ineffectiveness in terms of sales. They’ve come to understand that change is necessary, and in 2015, they will seek to create sponsored content in collaboration with publishers. By doing so, native advertisements will seem less promotional to consumers and more engaging, valuable and relevant.
Although these trends have been noticed in 2014, this upcoming year will be the prime opportunity for marketers to harness the full potential of the Internet as a conduit of communication. Whether that communication is a brand’s social media presence, its content marketing strategy or its native ads, companies will be sure to keep these trends in mind.
If you’re looking for assistance with your online marketing strategy, give us a call. We’d love to help you out.